The author considers the Internet as a set of subjects and means of informal social control of deviance. The article raises the problem of the study of virtual communication resources which using strategies, technologies and techniques of social marketing design and promote (a)social projects with deviant orientation. The methodology of research is offered from the constructivist standpoint. The article deals with two (a)social projects in terms of their promotion through virtual communication resources and habitualization of their deviant content.

Keywords: (a)social project, habitualization, social marketing, virtual communication, internet memes, prisonisation, deviance, social control, the prison subculture